Record Details

DETERMINANTS OF NON-MUSLIM CONSUMERS’ PURCHASE BEHAVIOR TOWARD HALAL PACKAGED FOOD

ASEAN Marketing Journal

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Title DETERMINANTS OF NON-MUSLIM CONSUMERS’ PURCHASE BEHAVIOR TOWARD HALAL PACKAGED FOOD
 
Creator Asih Untari; Islamic Business, Faculty of Economics and Business, Universitas Indonesia
Anya Safira; Department of Management, Faculty of Economics and Business, Universitas Indonesia
 
Subject Theory of Planned Behavior, Halal Logo, Islamic Marketing, Purchase Intention, Purchase Behavior
 
Description Manuscript type: Research articleResearch Aims: The objective of this research is to determine factors affecting the purchase behavior of non-Muslim consumers toward halal packaged food.Design/methodology/approach: Data was collected from self-adminstrated questionnaire from non-Muslim consumers who have purchased halal packaged food. Structural Equation Modelling (SEM) using SmartPLS was used to analyze the effect of attitude, subjective norm, perceived behavioral control, halal logo and halal marketing on purchase intention and purchase behavior.Research Findings: Only subjective norm, halal logo and halal marketing affect purchase intention, which later affects purchase behavior. Meanwhile perceived behavioral control was found to directly affect purchase behavior.Theoretical Contribution/Originality: This research contributes further to the body of knowledge regarding the Theory of Planned Behavior, and has investigated that the theory can also be applied in the context of non-Muslim consumers’ purchase intention toward halal packaged food.Practitioner/Policy Implication: From the findings, practitioners in the field of halal packaged food can formulate strategies regarding halal marketing and subjective norm in order to stimulate consumers’ purchase intention.Research limitation/Implications: There are several research limitations regarding the screening question and a few indicators used which in future research is suggested to be a better reflection of the research variales and objectives.
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2020-07-04
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/12892
 
Source ASEAN Marketing Journal; Vol 12, No 1 (2020): June 2020; 60-68
 
Language en
 
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